Product & Title
The product we have
chosen to advertise is an aftershave called ‘One million’, because it’s a very
well known product, which is used by a lot of men. The title of our advert is
going to be ‘Attraction’ because the aftershave is made to attract girls.
Group Members & Job Roles
- Jack Sargent
- Nikita Sangha
- Emily Beards
To create our advert
we are going to give each other different job roles such as, a camera operator,
director and producer/editor. We have also split these different job roles so
that we all have a role each to focus on and then put it all together.
The camera operator
will be Emily; this means that she will be in charge of operating the camera
and changing the settings on the camera. She also would feel more comfortable
with this role because she has had experience with working with cameras before.
The director will be
Nikita, therefore she be in charge of the different camera angles, the
different shots they want and how they want the advert to look. She also would
prefer this role because she had come up with the idea of this advert when we
were discussing it, plus she also has a brief idea of what to do.
The producer or
editor is Jack, so he will be doing mainly the post production work after all
the filming is done, he will then put it together. This role is also suitable
for him as he enjoys editing and is good at doing edits for movies.
Aims and Objectives
The main aim of our campaign is to sell the aftershave, and the main objective is to raise awareness of the aftershave itself and the brand Paco Rabbone, which may entice people to buy other branded products by Paco Rabbone. We want our campaign to attract males to buy the Paco Rabbone aftershave, and to show our target market the attention they will receive if they wear this certain aftershave. This will be done by our TV advertisement, showing the female attention a male will get once they are wearing the aftershave. We will also be using printed materials such as billboards, magazines and social media to promote the aftershave. Billboards will include a male with several females around him, showing the attention he receives due to the aftershave. There will also be magazine advertisements in fashion and lifestyle magazines such as GQ, to promote the aftershave to middle/upper class males. Social media sites will include Facebook and Twitter, which will create word of mouth and more awareness of the product.
Aims and Objectives
The main aim of our campaign is to sell the aftershave, and the main objective is to raise awareness of the aftershave itself and the brand Paco Rabbone, which may entice people to buy other branded products by Paco Rabbone. We want our campaign to attract males to buy the Paco Rabbone aftershave, and to show our target market the attention they will receive if they wear this certain aftershave. This will be done by our TV advertisement, showing the female attention a male will get once they are wearing the aftershave. We will also be using printed materials such as billboards, magazines and social media to promote the aftershave. Billboards will include a male with several females around him, showing the attention he receives due to the aftershave. There will also be magazine advertisements in fashion and lifestyle magazines such as GQ, to promote the aftershave to middle/upper class males. Social media sites will include Facebook and Twitter, which will create word of mouth and more awareness of the product.
Elements of the Campaign
The elements we have
chosen to involve in our campaign are:
- TV advert
- Billboards
- Magazine advert
- Social media websites
Target Audience
The target audience for our campaign is going to be mainly men, ages 18 to 40, this is because the product is used by mainly young, middle aged men. The kind of men that are going to buy our product are more upper class and maybe middle class, therefore class A, B and maybe C people. These men usually dress classy meaning a suit and tie and a business type job.
The target audience for our campaign is going to be mainly men, ages 18 to 40, this is because the product is used by mainly young, middle aged men. The kind of men that are going to buy our product are more upper class and maybe middle class, therefore class A, B and maybe C people. These men usually dress classy meaning a suit and tie and a business type job.
The billboards,
magazine adverts and the social media websites are more targeted at more
younger men like ages 16 to 30 because younger people are more known to take
notice at billboards, read magazines and go on social networking sites.
The slogan that will be used through out our advertising campaign is "Be on in a million" because the aftershave which is being promoted is 'One Million'.
The main element of the campaign will be the visual element. This will be a TV advertisement for a men’s aftershave. Through out this advert the main story and theme of it will be that by using this aftershave the person wearing it will attract the women he’s walking past in the street, in the style of the lynx advertisements. There will also be a range of printed material involved in the campaign. We will produce billboard advertisements and content to be printed inside a magazine, specifically fashion and men’s magazines, which is what our target audience will be reading. There will also be a social media campaign with pages set up on Facebook and Twitter. This will create word of mouth and also attract the younger audience through social media.
The
audio/visual advert will begin with a sophisticated, young person beginning his
day by spraying his self with his new bottle of aftershave, he will then meet
with his friends and walk down the road, although only the person wearing the
aftershave will be attracting all the women he walks past. The advertisement
will be comical and put across the message that by wearing this aftershave, you
will attract all the women. This therefore uses the representation and
stereotype of sex appeal within the advert, a very attractive selling point
towards males.
Synergy
Synergy
Through out the campaign there will be a consistent house style which will make it instantly recognisable to the audience, linking each element together. For example, the TV advertisement at the end shows the slogan "Be One in a Million", this will also be on the billboards, posters and as the header on the twitter page. The house style with the aftershave against the black background will be the same for the poster, billboard and website, so that the look and user experience will be the same through out each part of the campaign. In addition to this, when the audience sees the product on a billboard, poster or in the TV advertisement with the gold bottle against the black background with the slogan, they will instantly recognise it as the Paco Rabbone campaign. When out social media pages promote the product they will also use the line "Be One in a Million". Every element of the campaign will use the same typeface and colours.
Legal and Ethical
There are
many legal and ethical aspects that need to be considered when both filming and
putting the advertisement together in postproduction. The legal considerations
include thinking of an original idea and not copying anybody else’s product,
which is already copyrighted. When filming we need to assure that anybody
involved in or has a purpose in our advert has given permission to be shown. We
also need to assure that no other branding or anything that is copyrighted is
being used within the advertisement, for example big business branding of
shops. If any music is used within the TV advertisement then we need to request
permission from the record label for it to be used. If this permission is not
granted and we still use the music then the record label could take us to
court.
Ethical
issues would include being morally right and not discriminating about any
gender or race, so therefore we will use a range of races and genders within
our advertising campaign so therefor not discriminating against anybody.
Ethical issues also include not lying in the campaign and making sure that
everything within it is the truth. Although, for example in our case,
advertising that the aftershave will make all girls attracted to you is done in
a comical sense. On the other hand, by leading the audience to believe the
advertisement does something that it doesn’t would be ethically wrong.
Regularity Bodies
There are
different regularity bodies which our advertisement will have to go through for
certification on whether or not we breach any rules. We need to make sure that
we consider what is acceptable and what isn’t to avoid our campaign being
banned, which would then delay our whole campaign and the sales of our product.
The main reason that advertisements are banned is due to a large number of
complaints due to them not considering legal or ethical issues. This then
offends the audience and results in them complaining. In our campaign we have
considered all of the legal and ethical issues so therefore we should not
receive any complaints. The one element of our campaign which could give people
a reason to complain would be the representation of women within the
advertisement, who will all be looking at the man wearing the aftershave and
following him. The other aspects that could convince people to complain we have
already considered and avoided. Examples that could cause concern would be
racism, sexism, negative stereotypes, and nudity etc.
An example
of an advert which has been banned is the web hosting company Dreamscape
Networks, which starred Pamela Anderson as a male office workers manager. It
shows shots of Pamela Anderson and her assistant in bikinis and covered in
cream. This was banned by the ASA that said that the advertisement and fantasy
within it objectified Anderson and her assistant. Although Dreamscape Networks
argued that the female characters portrayed where “attractive, dynamic, and confident business people”.
This advertisement featured a lot of nudity and sexual scenes, where as our
advert wont feature any of this and if anything within out campaign is
offensive then it will most likely be the representation of women, although
nowhere near as explicit as this.
Another advertisement
which has been banned is the marmite advert which raised the issue of animal
abuse, which just shows how all legal and ethical issues should be considered
and avoided within the advert so that it doesn’t get banned. Although this is
something which wouldn’t be an issue within our campaign as we aren’t using any
animals within any element of our campaign.
Overall within
our campaign we well try to avoid any legal or ethical issues which could
result in the adverts being banned and delaying our schedule. We will not use
any of the representations or animals for example, like in the marmite ad,
within our campaign so we will more then likely be fine when out campaign goes
through the regularity bodies. If any complaints are made then we will quickly
address these issues to get the campaign back on schedule and not upset
anybody. We will also assure that any details which aren’t included in the
video of the advert are included in text and mentioned somewhere through out.
Campaign Schedule
We are releasing the separate elements of our campaign from October to November as there are many seasonal events that occur within this time period. For example halloween, bonfire night and most importantly Christmas. Through out this period people have a lot more disposable income that they have saved through out the year and are willing to spend at christmas, wether as a gift for somebody else or as a treat for their self. By starting the campaign in October it raises awareness of the product ready for christmas and these seasonal events.
Budget and Justification
There will be a
range of places where we will advertise and therefore a range of prices that
will be spent on our campaign. We will advertise in GQ, OK magazine, on ITV and
Sky Sports. We will also advertise on billboards and with all of these
different media types they will be aired and displayed over a number of weeks
or months. The total budget for our advertising campaign will be £200,000.
Resources Required & Justification
Camera - We will need this so that we can record the footage
for our advert.
Actors/Actresses – We will need people to play the
characters to create the advert.
Lights – We will need lights to add more light to the scene
and to help the characters to be seen better.
